This week's Future of TV Briefing contemplates how audiences watching TV in bars or public places should be counted and charged. As streaming surpasses traditional viewing time, questions arise about the equity of ad costs for these viewers compared to those at home. Nielsen's recent updates to its methodology, which now claims to track 100% of U.S. TV viewers, have sparked tension amongst agency executives, particularly regarding the effectiveness of capturing the attention of viewers in noisy environments like bars during commercials.
In this year's upfront advertising market, counting out-of-home viewers accurately is pivotal, as advertisers question if they should pay the same for public viewership as home audiences.
With Nielsen updating its out-of-home TV viewer methodology, agencies are grappling with the implications of counting public viewers, who might not be fully engaged during commercials.
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